and creative director, currently contracted as ACD at Base.
Previously on staff at Aritzia, he spent several years helping scale the brand’s presence across North America during a period of rapid growth and increasing market leadership. He worked on global brand frameworks and scalable design systems, leading the development of new brands from intial identity through apparel, retail environments, and integrated campaigns, including major collaborations with retail giants.
His work centers on shaping brand narratives — weaving story into campaigns, film, identity, and product to build cohesive brand worlds across digital, physical, and retail experiences.
Some notable past clients include Calvin Klein, Aritzia, Apple, ASICS, and Nike. Originally from Sofia, Bulgaria, he is based in New York.